Consumers tired of celeb-based marketing

Brands should stop basing marketing campaigns around sports, music and TV stars as consumers are becoming fed up of celebrity marketing, according to a new report.

The report by market analyst Datamonitor, based on trade interviews and journal research, says over-exposed celebrities have saturated the market and aging populations mean that the growth audience is shrinking.

Marketers must therefore pursue new tactics to avoid the pitfalls associated with celebrity-backed campaigns.

Datamonitor concludes that for celebrity branding to remain effective, marketers must make sure campaigns are underpinned by a strong brand message or story - the celebrity can then add value rather than be used to make up for a lack of substance in the actual product. Credibility and authenticity are key.

David Jones, head of communications for Scottish and Newcastle, which recently used comedian Peter Kay for a John Smiths marketing campaign, said: "Consumers are more fixated than ever with celebrities. However, the downside of that is they know about any skeletons in the closet.

"Celebrity marketing can still work but it has to be based on very careful choices. There has to be a rapport between the person and the brand."